data strategy

With the fragmentation of how fans consume sports and sponsoring brands vying for those fans’ attention, personalized advertising from first-party data is a must for marketers in sports and entertainment. Particularly when the new EU regulation, GDPR, restricts the use of third-party demographics (along…

WiFi is no longer a nice perk for stadiums and arenas—it’s a must. With the popularity of photo and video-driven apps like Snapchat and Instagram, along with file sizes getting better with every new high-res iPhone camera, fans expect to be connected at every…

The fundamental need every sports brand has is to find, grow and sustain an engaged fan base. Over the past few years, it’s become clear that the best way to accomplish this is through rich data that provides insights into how, when and where…

Opening Day. Two words that symbolize hope, new beginnings and a whole lot of excitement. No matter how last season ended, your team is 0-0, in first place (even if only for a day), and your fans are eagerly awaiting for the gates to…

The former Spurs exec gives us his take on the future of sports marketing. Earlier this month, Umbel brought Mike Malo, former VP of Brand and Marketing for Spurs Sports & Entertainment, on board as VP of Business Development to focus on strategic partnership…

Sponsors are demanding more. 80 percent of marketers report that the need to validate sponsorship results is increasing dramatically. And with more properties vying for sponsorships, the pressure is on to prove ROI and connect sponsors directly to fans. Brooklyn Sports & Entertainment (BSE)…

Less risqué than Dirty Dancing, less provocative than Dirty Diana—dirty data is something you want to keep away from your company. You know from the name that’s it’s probably not good, but what is dirty data? Simply put, it’s data that has errors, mistakes,…

Who do you think is easier to talk to: jw94maico, name unknown, or Maggie Jones, single sports fan, whose zipcode is 78759 and whose favorite snack is Doritos? Anyone would prefer Maggie Jones, but all too many companies are trying to engage fans without…

I once had an employee ask me how her productivity stacked up against her peers. While she felt like her time was stretched fairly thin, she wasn’t quite clear on if she needed an attitude adjustment or a workload adjustment. Data is an excellent…